“Smell Like A Man, Man” Producer Backgrounder

Old Spice Media Contact:

Chad Darwin

213-996-3776

About the Campaign

  • “Smell Like a Man, Man” is the latest campaign from Old Spice, touting the great scents the brand has for men.
  • The TV spot is aimed at men, but also women, who do the majority of male body wash purchasing.
  • The “The Man Your Man Could Smell Like” spot launched on February 8, 2010.
  • It was done as a single shot – there was a crane to lift out the shower stall to reveal the boat set. A mechanism moved Isaiah seamlessly to the horse; the only thing done digitally was the shot where the tickets turned into diamonds.
  • In just six weeks, the Old Spice “The Man Your Man Could Smell Like” spot already has nearly 9 million YouTube views...and counting.
  • It’s received as much buzz as some of the most popular Super Bowl spots, despite not airing during the game.
  • It’s actually inspired a number of consumer-generated remix videos on YouTube…two of the more popular ones are included here:
  • Also, check out the Making of the Smell Like a Man commercial:
  • As a result of the “Smell Like a Man, Man campaign, traffic on Old Spice.com continues to grow with more than 1.5 million visitors since the launch of the campaign (less than 3 weeks!).
  • The buzz around Isaiah continues as there is now an underground, consumer-generatedTwitter movement to get him on Saturday Night Live - #isaiahmustafaforSNL
  • Based on the success of the commercial and popularity of the phrases “Smell Like a Man, Man” and “I’m on a horse,” Old Spice is asking fans on Facebook to vote on their favorite t-shirt design.
  • Voting is now open on Old Spice’s Facebook page ( and the winning design will be sold on OldSpice.com.
  • As an extension to the “Smell Like a Man, Man” campaign, Old Spice introduced The site features Old Spice's love application so guys can send an endless stream of emails and tweets to their ladies – designed to look like the messages are coming from them.
  • Old Spice “Smell Like a Man, Man” Old Spice “Smell Like A Man, Man” Campaign elements include:
  • Two spots with Isaiah Mustafa
  • “The Man Your Man Could Smell Like” TV :30
  • “Did You Know” TV :15
  • 4 additional :05 supporting spots
  • “Grip” TV :05
  • “Teddy Bear” TV :05
  • “Chest” TV :05
  • “Still Life” TV :05
  • Site launch of
  • Facebook t-shirt poll

About Old Spice

  • Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With more than 70 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages.
  • Old Spice offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, after shaves and colognes.
  • For more information, go to Old Spice is also on Facebook at and has its Manmercials channel on YouTube.